Families using Petunia find Communities the way they find everything else. They just arrive ready.
Petunia gives families the confidence to make this decision. Your team gets to focus on fit.
family decision-makers weigh in on every Senior Living choice
USR Engage, 2026 Marketing ROI Guide
A new kind of family is starting to look.
They’ve changed. Gen X and Millennial adult children research everything and tune out generic claims about “compassionate care.”
The timing has changed. Employer-sponsored benefits like Petunia get families researching before the crisis, not during it. They arrive prepared, not reactive.
The category is new. Elder caregiving is a new workplace benefit category, and Petunia is helping build it, reaching families right where they already look for support.
marketing touchpoints a family crosses before they ever choose a Community
USR Engage, 2026 Senior Living Marketing ROI Guide
Even the industry’s own leaders call it a necessary evil.
Two companies control roughly 60% of Senior Living lead flow nationwide. Even operators who rely on them are candid about the trade-off, calling referral sites “a necessary evil... good at what they do, but expensive.” One operator learned that the hard way: after converting just 200 of 11,000 leads from a single national aggregator in 2024, a 1.8% return, they shifted to local referrals instead (Senior Housing News, 2025).
Eric Mendelsohn, President & CEO, National Health Investors, Seniors Housing Business, 2019
typical cost per move-in through a national referral aggregator, compared to $200–$800 for a lead from organic search
USR Engage, 2026
Petunia adds a new lead lane to that mix: families your other channels can’t reach, arriving pre-qualified, at zero cost to your Community, every time.
Your sales team doesn’t have to do anything different.
No forms to fill out. No portal to log into. No referral credit to track. No contact information gated behind an advisor. The family calls, emails, or walks in, and your team does what they do. The only difference is who walks in.
Before building Petunia, our founder personally toured 30+ Assisted Living and Memory Care Communities across 2 states, sitting through the same tours your team runs every day. This wasn’t designed from a spreadsheet.
Employer adds Petunia
A company offers Petunia as a zero-cost wellness benefit to their workforce.
Family activates
An employee's family begins guided research before crisis hits, not during it.
Conflict-free research
Petunia guides the family through an informed, transparent decision process. No referral fees. No hidden incentives.
Family contacts you directly
They reach out to your Community on their own terms: no intermediary, no contact gatekeeping.
Your team runs their process
Your team does exactly what they do every day. Nothing new required.
Steps 1–4 happen before they ever contact you
What makes a Petunia family different
Financially qualified
They know the difference between Assisted Living and Memory Care, what it costs, and what they can afford, before they ever call.
They chose you
They researched and reached out to your Community directly, not because an aggregator blasted their info to 15 others.
Tour-ready
They arrive with the tools and insights to ask good questions and get the most from the tour, turning your tours into a conversation, not a pitch.
Decided as a family
Every family member reviews the same notes and photos before deciding. When they choose you, the whole family is already aligned.
“Provide me with the correct information and leave the closing to me. Simple.”
Dianna L., Director of Sales, Assisted Living
Petunia takes nothing from Communities. Ever.
Petunia is offered by employers as a zero-cost wellness benefit and paid for by families at a transparent flat rate. Neither of those fees involves a Community.
No referral fee. No placement commission. No preferred partner program. No exclusivity agreement. No contract to sign. Nothing changes about how your Community operates. When a Petunia family moves into your Community, you keep every dollar.
Petunia is
Petunia is not
We’re just getting started.
Discover & Decide
Petunia guides families through the research, the comparison, and the hard conversations about what a Loved One actually needs and what the family can realistically afford.
Transition logistics
Helping families with the practical steps that follow after a Community is chosen: onboarding, moving, the logistics of the transition itself.
Community referral
We'd like Communities that know Petunia to feel comfortable referring families to us when those families aren't yet ready to decide. That relationship has to be earned. We're working on it.
Curious about Petunia for your Community, or your region?
We’d like to hear from you.
We’re talking to the people building this industry. If you have questions, reactions, or want to share what you’re seeing on the ground, we’re listening.
Reach out